Blogging for Content Marketing

The old way to create content as a B2B content marketer: ---> A keyword-and-topic-first approach • Do keyword research and pick a keyword. • You base your topic on that keyword (extra points if it's not a generic topic and you come from a unique angle). • You write up a blog post on that topic so you can rank for that keyword and drive site traffic. • You repurpose that blog post into a YouTube video and chop up that video into smaller clips to post on social platforms. • You start a podcast and interview experts on their topics and use video clips of it for social. A better way to create content as a B2B content marketer: ---> A purpose-and-concept-first approach • Understand you need to create content around your product, content around your narrative, and entertaining/edutaining content that associates your product with specific outcomes. • Instead of picking a keyword to start off a new content asset, pick one of those purposes. • Grab a topic from your strategic narrative. • Think of a concept that allows you to create content on that topic in a way that the person reading, watching, or listening will find insightful, interesting, entertaining, or all three. • Distribute the content where your audience hangs out (organic and paid). • Rinse and repeat for different purposes and objectives. Content marketing should no longer be limited to one or two content assets (blog posts, ebooks), be only seen as a way to increase organic search traffic, or be done aimlessly without specific purposes and your business objectives in mind.

Monday reminder: Content marketing isn’t just “write more blogs.” It’s a multi-layered system - not a random collection of topics dumped into a calendar. So if your “strategy” is just a list of keywords or trending themes, here’s your nudge: You’re scratching the surface, not building something sustainable. Here are the layers of content marketing you should be thinking through: 1. Business Goals → Content Goals Tie your content to outcomes. Are you driving demand? Supporting sales? Reducing churn? Start with that. 2. ICP and Buyer Journey Who is this content for? And where are they - awareness, evaluation, decision, or even post-sale? 3. Positioning + POV If your content sounds like everyone else’s, it’s forgettable. Infuse your unique angle, experience, or insight - your POV is your edge. 4. Content Themes → Formats → Channels Topic clusters are great, but strategic clusters win. Match the message to the right format (blog, webinar, teardown, video) and the right platform. 5. Optimization for Search Create for humans, optimize for search. That means mapping to search intent, internal linking, schema, headings, and yes - keywords that matter. SEO isn’t an afterthought; it’s built into your foundation. 6. Distribution and Amplification Publishing is step one. How are you repurposing? How will the right people discover it? 7. Measurement → Optimization Track what matters. Leads, demo triggers, conversion journeys - not just impressions or clicks. 📌 So before you fire off this week’s content pieces, ask yourself: Are you building layers - or just stacking content for the sake of it? Because content marketing isn’t about doing more. It’s about doing what works - strategically, intentionally, and consistently. Let’s build sharper this week. 😈 Friendly reminder: Let your marketers have their cup of coffee before putting in that next 'ranking' or 'viral' request ☕ #marketingtips #marketingstrategy #mondayreminder #contentmarketing #contentstrategy #seostrategy

A blog post isn’t the finish line. It’s a step in your customer journey. The mistake most businesses make? They publish blogs in isolation — with no next step for the reader. The truth is: 👉 First-time visitors aren’t ready to buy (and that’s fine). 👉 The role of a blog is to introduce, educate, and guide. 👉 Over time, those small steps build trust and lead to conversions. How to do it right: ✔ Add contextual CTAs → related articles, guides, or resource hubs ✔ Provide pathways to deeper engagement → product pages, reviews, or case studies ✔ Use internal linking strategically to move readers forward ✔ Save the hard pitch (checkout, demo, trial) for when they’ve already engaged Example: A SaaS platform could publish “How to Improve Team Collaboration in Remote Work Environments” and then: → Link to “5 Common Remote Project Pitfalls (and How to Avoid Them)” → Point readers to a Features for Remote Teams page → Share a Case Study: How XYZ Agency Reduced Project Delays by 40% → End with a Free 14-Day Trial CTA Each blog post is a step in the journey — not the whole journey. This is Part 7 of my Why Blog in 2025? series → Treat Every Blog Post as a Step in the Customer Journey 📖 Missed earlier parts? Part 1 → Appear in LLMs Part 2 → Capture Buyers Before They Buy Part 3 → Use Blogs to Power Internal Linking Part 4 → Build Topical Authority in Your Niche Part 5 → Keep Content Fresh for Indexation & Visibility Part 6 → Optimize for Search Engines & AI Retrieval Stay tuned for Part 8: Blogging Helps Improve Domain Authority Through Shareable Content #ContentMarketing #Blogging #SEO

I believe it's inevitable that niche, deeply researched content is the future of content marketing in b2b. So much so, that we're betting the house on this thesis at storyarb. What you're about to read is our exact content marketing strategy that we'll be using to drive trust & revenue for our business in 2025. Feel free to copy (or better yet, hire us to do it)... Step 1: Who is our Market of 1? - Head of Marketing at a growth-stage B2B business (>$10m rev) Step 2: What are the specific goals of our content strategy? - Add value: every piece of content should be bookmark worthy...so high value that our ICP feels compelled to save it & reference it later to improve at their job - Build trust: +20% MoM direct site traffic - Drive qualified pipeline: +20% increase in demo requests from ICP Step 3: What channels are we focusing on? - Rented: Long-form blog content + Exec social content - Owned: Weekly editorial email newsletter Step 4: What are our content pillars? - Content Marketing - Demand Gen - B2B Step 5: What does the content strategy look like in practice? 1) Interview/research-based case studies (not customer case studies) Series name: Fine Tuned Description: A deeply researched, highly detailed breakdown of the most successful content demand engines in B2B. The channels, the content formats/focus, the funnel, the metrics, the team/responsibilities. Additional: Weekly release of a Fine Tuned essay (on storyarb site) that is email-gated to read the whole thing (and amplified via our newsletter & exec social) 2) Weekly/bi-weekly email newsletter Newsletter name: The Lead Description: Option 1 - Curation & commentary on the best content marketing campaigns that companies were actively doing in the wild this week Option 2 - A long-form case study on a content marketing campaign that a B2B company is actively doing with our analysis After the playbook have a section that has links to content marketing news, tools/strategies, and ofc our Fine Tuned essay from the previous week. 90% value add, 10% value extract 3) Exec social from 3 storyarb employees Abby Murray: Persona: The Content Marketing Agency Owner 1-liner: Stories from running storyarb that has lessons/stats/wins/updates interwoven. Alex Lieberman: Persona: The Content & Marketing Obsessed Entrepreneur 1-liner: Spotting trends, brainstorming ideas, and identifying genius in the world of content & marketing Magda Cychowski:  Persona: The B2B Content Marketer 1-liner: Breaking down specific strategies that content marketers & b2b demand gen teams can take to level up their org. Additional: - 90% of the content should be value add, 10% should be value extract. - Each person should be boosting each Fine Tuned (case study) and Lead (newsletter) through the lens of their specific persona to drive their distribution to our email capture & owned audience.

Content marketing isn't a numbers game. It's not about churning out 40 blogs a month. Think 4-8 meaningful pieces, consistent each month. What does a good blog look like? Plan it: The content should align with the company's trajectory. Know where you're heading. Keyword it: Think about the words that matter, those that match your growth plans. Visualize it: Images, infographics, visuals that tell a story. Craft it for value: Content should be EEAT (Experience, Expertise, Authoritativeness, Trustworthiness). Good for SEO, great for readers. Link it: Internal links, external backlinks, references. Connect it: Have a ‘cluster’ page (or a pillar page) that readers can explore if they're interested in your product/ service.
 And once you've got that blog?
 Multiply its reach: ➡️ Break it into a newsletter. ➡️ Share it on socials. ➡️ Founders, employees, get on board: spread the word.
 Not everyone will find you directly. So, plan a proper distribution: 
 📌Turn blogs into carousels, videos, graphics. 📌Share those snippets in communities, on Quora, Reddit, Discord groups.
 In my seven years in content marketing, I've learned: Organic brand growth is the cozy, dependable kind. It's an investment that pays long-term dividends.
 Case in point? Blogs we crafted for a BFSI company 5-6 years ago. They still rank, still draw traffic. We haven’t actively managed them for years, but they keep working for the brand. That’s the enduring power of content.
 #Contentmarketing isn't fancy. It's fundamental. And that's its charm.

The step by step process I use to rank SaaS blogs that actually convert I've been in SEO content writing for 2.3 years. Lost money, made mistakes, learned lessons the hard way. But now I help SaaS founders get real traffic that converts. Most SaaS blogs fail because they focus on generic advice instead of what their specific audience needs. Step 1 - I start in SEMRUSH's keyword overview looking for terms directly related to our SaaS product/industry. I look at KD score, search volume and our current DA. For SaaS companies, especially with newer domains, targeting high-competition keywords is a waste of resources. I focus on long tail keywords where the product solves specific pain points. Step 2 - I don't just trust keyword tools for SaaS content. I manually research on Google to see what content is actually ranking and understand the intent behind searches. This helps me identify gaps in our content strategy. I look at what competitors are ranking for and find the angles they missed. Step 3 - For topic research, I use the QRIES framework to make technical content engaging - 📌Quotes from industry experts and your customers 📌Research on SaaS industry trends 📌Images that explain your product's value 📌Examples of how other SaaS companies solved similar problems 📌Statistics that highlight the problem your product solves Step 4 - SaaS blogs need strong openings that immediately address user pain points. I craft hooks that speak directly to your target customers, then end with conclusions that lead them toward your product. Step 5 - Every SaaS blog I write has clear CTAs that guide readers to free trials, demos, or resource downloads. P.S - Are you a SaaS founder struggling to get quality traffic from your blog? DM me "SaaS blog" and let's talk about how to turn your content into a customer acquisition channel. #contentstrategy #contentmarketing #founders #startups

Blogging is NOT dead. But creating content with no purpose definitely is. At that point, it’s just a digital diary. 📖 The internet is FLOODED with millions of blog posts that will NEVER rank on page 1 of Google, never generate a lead, and never make a single dollar. 😲 Why? Because they're written without strategy. If you're pouring hours into blogging without seeing results, you're likely missing these critical elements. (And if you haven’t started blogging yet, make a note of these mistake to AVOID) 1️⃣ Keyword Strategy Most companies pick topics they THINK their audience wants instead of what they're actually searching for. This is like opening a store in the middle of the desert—no traffic, no customers. ✅ Research keywords with decent volume but manageable competition ❌ Writing about whatever feels inspiring that day 2️⃣ Search Intent Alignment Google's #1 priority is giving searchers what they want. If your content doesn't match the intent behind the search, you're fighting a losing battle. ✅ Analyzing the top 10 results to understand what Google (and people) want ❌ Creating content that serves YOUR agenda without considering the searcher 3️⃣ Strategic Structure Content that ranks follows patterns that both readers and search engines love. ✅ Clear headings, scannable sections, and comprehensive coverage ❌ Wall-of-text brain dumps with no organization 4️⃣ Conversion Pathway Great content doesn't just attract visitors—it turns them into leads and customers. ✅ Strategic CTAs that feel like the natural next step ❌ Generic "contact us" buttons that nobody clicks The blogs that are crushing it in 2025 aren't just informative—they're strategic assets working 24/7 to bring qualified leads into your business. ✚ Follow Samantha Hawrylack, MBA for all things SEO, copywriting, email marketing, content marketing, and digital growth. I'm on a mission to help brands scale with data-driven marketing strategies that generate massive visibility and effortless sales while having lifestyle freedom.